Tinted

About Tinted

Tinted, operating as Live Tinted, is a beauty and cosmetics company that emerged from a digital community platform focused on inclusive beauty. The company was founded in 2018 by Deepica Mutyala, a South-Asian American beauty entrepreneur. Mutyala's journey began after a 2015 YouTube video, where she used red lipstick to conceal dark under-eye circles, went viral, accumulating over 10 million views. This viral success, coupled with her background in marketing and brand development at Birchbox, propelled her to create a platform that addresses the beauty concerns of underrepresented communities, particularly those with melanin-rich skin.

The business model is centered on direct-to-consumer sales and strategic retail partnerships. Live Tinted initially launched as a digital community to foster conversation and gather insights before releasing its first product. This community-driven approach informed the development of its hero product, the Huestick, which launched in May 2019. The company generates revenue through the sale of its clean, vegan, and cruelty-free cosmetic and skincare products. A significant milestone was becoming the first South Asian-owned brand to be available at Ulta Beauty, where it was named the "Emerging Brand of the Year" in 2021 and continues to be a fast-growing brand in the retailer's Sparked program. To date, Live Tinted has raised a total of $15 million, including a $10 million Series A round in 2023 led by Monogram Capital Partners, with participation from Unilever Ventures and others.

Live Tinted's product line is a fusion of makeup and skincare, specifically formulated for all skin tones and textures. The brand's initial and most recognized product is the Huestick, a multi-use stick designed as a color corrector for concerns like hyperpigmentation and dark circles, which can also be used on eyes, lips, and cheeks. Another key product is the Hueguard 3-in-1 Mineral Sunscreen, Moisturizer, and Primer, which provides SPF 30 protection without a white cast. The product range has expanded to include serum concealers, skin tints with SPF 50, liquid blushes, bronzers, and mascaras, all developed to be buildable and blendable. The company emphasizes clean formulations, using skincare ingredients such as hyaluronic acid, squalane, and vitamins C and E, while being free of carmine.